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Taobao Tmall World (Taobao) has announced a major upgrade to its cross-border shopping experience, introducing a new DISCOVER channel, AI-powered shopping tools, curated Chinese brands and enhanced international delivery services to help shoppers find distinctive products more easily.
The upgrade reflects a shift in consumer shopping preferences, with international buyers increasingly looking beyond low prices to prioritise product quality, originality and personal style.
With more than 3 billion products available for cross-border purchase, Taobao is combining artificial intelligence (AI) with human expertise to identify quality products and distinctive Chinese brands, while improving how shoppers discover, purchase and receive items from overseas.
The announcement also coincides with Taobao's Double 11 shopping campaign, featuring Chinese actor Zhang Linghe and six refreshed shopping experiences under the platform's "Everything and Anything" brand promise.
The upgrade reflects a shift in consumer shopping preferences, with international buyers increasingly looking beyond low prices to prioritise product quality, originality and personal style.
With more than 3 billion products available for cross-border purchase, Taobao is combining artificial intelligence (AI) with human expertise to identify quality products and distinctive Chinese brands, while improving how shoppers discover, purchase and receive items from overseas.
The announcement also coincides with Taobao's Double 11 shopping campaign, featuring Chinese actor Zhang Linghe and six refreshed shopping experiences under the platform's "Everything and Anything" brand promise.
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From left: He Xin, Director of User Product of Taobao Tmall World; Ye Tian, General Manager of Taobao Tmall World; Phil Ding, Vice President of Alibaba Group and Head of Logistics of Taobao Tmall World; and Dong Qi, Head of Design of Taobao Tmall World, with the Taobao Doll.
Global Shoppers Are Looking Beyond Low Prices
Chinese brands and products are attracting growing international interest, supported by the popularity of designer toys, dramas, animation, gaming and other cultural trends.
According to Taobao, international shoppers, including Malaysians visiting China, are increasingly using the platform to purchase products that may be difficult to find in their home markets, sometimes arranging for their purchases to be delivered directly to their hotels.
This growing demand is also reflected in Taobao's shopping data. During the 2025 Double 11 Festival, the number of high-value cross-border shoppers spending more than RM300 per order increased by 10% year-on-year.
The trend suggests that shoppers are becoming more willing to spend on products that offer better quality, distinctive designs and a stronger sense of individuality.
Chinese brands and products are attracting growing international interest, supported by the popularity of designer toys, dramas, animation, gaming and other cultural trends.
According to Taobao, international shoppers, including Malaysians visiting China, are increasingly using the platform to purchase products that may be difficult to find in their home markets, sometimes arranging for their purchases to be delivered directly to their hotels.
This growing demand is also reflected in Taobao's shopping data. During the 2025 Double 11 Festival, the number of high-value cross-border shoppers spending more than RM300 per order increased by 10% year-on-year.
The trend suggests that shoppers are becoming more willing to spend on products that offer better quality, distinctive designs and a stronger sense of individuality.
Ye Tian, General Manager of Taobao Tmall World, shares details of the platform's comprehensive shopping experience upgrade.
Taobao Introduces Six Refreshed Shopping Experiences
As part of the upgrade, Taobao is introducing six refreshed shopping experiences designed to make international shopping more personalised, enjoyable and discovery-driven.
1. QUALITY: Enjoy Trusted Quality on Taobao
Helping shoppers discover reliable, well-made products from curated stores and brands.
2. TASTE: Shop Stylish Designs on Taobao
Highlighting distinctive designs and products that allow shoppers to express their personal style.
3. LIFESTYLE: Embrace Diverse Lifestyles on Taobao
Offering products that cater to different interests, everyday needs and lifestyles.
4. TRENDY: Catch the Viral Trends on Taobao
Making it easier for shoppers to discover emerging trends and popular products.
5. SMART: Upgrade to a Smarter Life on Taobao
Connecting users with practical products and technology that can enhance daily living.
6. SURPRISE: Discover Unexpected Finds on Taobao
Encouraging shoppers to explore unusual, creative and distinctive products they might not have initially searched for.
Taobao is also working with Chinese actor Zhang Linghe to introduce these experiences to cross-border shoppers worldwide during the Double 11 shopping festival.
As part of the upgrade, Taobao is introducing six refreshed shopping experiences designed to make international shopping more personalised, enjoyable and discovery-driven.
1. QUALITY: Enjoy Trusted Quality on Taobao
Helping shoppers discover reliable, well-made products from curated stores and brands.
2. TASTE: Shop Stylish Designs on Taobao
Highlighting distinctive designs and products that allow shoppers to express their personal style.
3. LIFESTYLE: Embrace Diverse Lifestyles on Taobao
Offering products that cater to different interests, everyday needs and lifestyles.
4. TRENDY: Catch the Viral Trends on Taobao
Making it easier for shoppers to discover emerging trends and popular products.
5. SMART: Upgrade to a Smarter Life on Taobao
Connecting users with practical products and technology that can enhance daily living.
6. SURPRISE: Discover Unexpected Finds on Taobao
Encouraging shoppers to explore unusual, creative and distinctive products they might not have initially searched for.
Taobao is also working with Chinese actor Zhang Linghe to introduce these experiences to cross-border shoppers worldwide during the Double 11 shopping festival.
More Than 4,000 Original Chinese Brand Stores Curated
One of the most significant developments is the introduction of the Taobao Curated Supply System, which uses AI-driven selection and human expertise to identify products and stores based on four criteria: quality, distinctiveness, price competitiveness and service.
Through this framework, Taobao has identified more than 4,000 original-brand stores and 6 million curated products from its extensive catalogue.
The curated selection covers categories such as fashion, accessories, furniture, homeware, smart electronics, pet supplies, designer toys, sports equipment and outdoor products.
By continuously updating its recommendations, Taobao aims to help international shoppers discover well-designed products and emerging brands from China that may not be readily available in their local markets.
One of the most significant developments is the introduction of the Taobao Curated Supply System, which uses AI-driven selection and human expertise to identify products and stores based on four criteria: quality, distinctiveness, price competitiveness and service.
Through this framework, Taobao has identified more than 4,000 original-brand stores and 6 million curated products from its extensive catalogue.
The curated selection covers categories such as fashion, accessories, furniture, homeware, smart electronics, pet supplies, designer toys, sports equipment and outdoor products.
By continuously updating its recommendations, Taobao aims to help international shoppers discover well-designed products and emerging brands from China that may not be readily available in their local markets.
New Taobao DISCOVER Channel Makes Shopping More Personalised
Taobao has also launched its new DISCOVER channel, designed to move the shopping experience beyond traditional product searches towards personalised discovery.
Powered by the Taobao Curated Supply System and upgraded recommendation algorithms, DISCOVER presents selected stores and products across 15 themed categories.
These include women's fashion, women's footwear, menswear, furniture, toys, stationery, pet supplies, fitness and automotive accessories, among others.
Instead of relying entirely on shoppers knowing what to search for, the channel recommends products based on their interests and preferences, while introducing them to brand stories, signature designs and standout products.
Important: The DISCOVER feature is currently available only on the Chinese version of the Taobao app.
Taobao has also launched its new DISCOVER channel, designed to move the shopping experience beyond traditional product searches towards personalised discovery.
Powered by the Taobao Curated Supply System and upgraded recommendation algorithms, DISCOVER presents selected stores and products across 15 themed categories.
These include women's fashion, women's footwear, menswear, furniture, toys, stationery, pet supplies, fitness and automotive accessories, among others.
Instead of relying entirely on shoppers knowing what to search for, the channel recommends products based on their interests and preferences, while introducing them to brand stories, signature designs and standout products.
Important: The DISCOVER feature is currently available only on the Chinese version of the Taobao app.
AI Shopping Tools Help Users Make Better Purchase Decisions
Alongside DISCOVER, Taobao is enhancing its suite of AI-powered shopping assistants to make online shopping more convenient and interactive.
The tools include:
AI Try-On
Helps shoppers visualise how fashion items may look before purchasing.
AI Virtual Makeup
Allows users to explore makeup looks digitally.
AR Room Placement
Helps shoppers visualise furniture in their own living spaces and better understand its dimensions.
Voice-Search-by-Hold
Offers an alternative way to search for products using voice input.
AI Pet Care Guides
Provides guidance related to pet care and relevant product needs.
Taobao also plans to introduce more than 30 AI Lifestyle Experts covering topics such as styling and baking.
These conversational AI assistants are intended to help shoppers clarify their needs, narrow down product choices and find items that better suit their preferences.
For localised content, Taobao will continue featuring shopping-related topics such as Taobao NowWear, Taobao Trend and local product rankings to connect recommendations with subjects that shoppers are already interested in.
Alongside DISCOVER, Taobao is enhancing its suite of AI-powered shopping assistants to make online shopping more convenient and interactive.
The tools include:
AI Try-On
Helps shoppers visualise how fashion items may look before purchasing.
AI Virtual Makeup
Allows users to explore makeup looks digitally.
AR Room Placement
Helps shoppers visualise furniture in their own living spaces and better understand its dimensions.
Voice-Search-by-Hold
Offers an alternative way to search for products using voice input.
AI Pet Care Guides
Provides guidance related to pet care and relevant product needs.
Taobao also plans to introduce more than 30 AI Lifestyle Experts covering topics such as styling and baking.
These conversational AI assistants are intended to help shoppers clarify their needs, narrow down product choices and find items that better suit their preferences.
For localised content, Taobao will continue featuring shopping-related topics such as Taobao NowWear, Taobao Trend and local product rankings to connect recommendations with subjects that shoppers are already interested in.
Taobao Upgrades International Shipping and Local Returns
Beyond product discovery, Taobao is strengthening its official cross-border logistics services to make international shopping more predictable and convenient.
The platform has continued investing in its cross-border infrastructure since 2016, with its direct-shipping network reaching 20 markets by 2025 and free shipping introduced in selected markets.
Its latest logistics upgrade focuses on three key areas.
Beyond product discovery, Taobao is strengthening its official cross-border logistics services to make international shopping more predictable and convenient.
The platform has continued investing in its cross-border infrastructure since 2016, with its direct-shipping network reaching 20 markets by 2025 and free shipping introduced in selected markets.
Its latest logistics upgrade focuses on three key areas.
GUARANTEE: More Predictable Shipping Costs and Delivery Times
Taobao aims to provide greater transparency over shipping charges and delivery schedules.
Depending on the market, the platform offers tiered delivery commitments, including one-day, three-day and six-day options, giving shoppers clearer expectations of when their purchases should arrive and how much delivery will cost.
CONVENIENCE: Simpler Cross-Border Deliveries
The upgraded logistics experience includes one-tap direct shipping, end-to-end parcel tracking and flat-rate direct shipping for bulky items across 10 markets worldwide.
Singapore has also introduced free shipping for large furniture, helping reduce the delivery costs associated with purchasing bulky items internationally.
ASSURANCE: Compensation and Easier Local Returns
Taobao's official logistics service provides compensation for parcels that are lost or damaged, supported by one-stop platform customer service.
Its Local Returns service has also been upgraded across 13 markets, allowing more cross-border shoppers to return eligible purchases through more convenient local arrangements.
As delivery commitments, shipping offers and return services vary by market, shoppers should check the applicable terms in the Taobao app before placing an order.
Taobao aims to provide greater transparency over shipping charges and delivery schedules.
Depending on the market, the platform offers tiered delivery commitments, including one-day, three-day and six-day options, giving shoppers clearer expectations of when their purchases should arrive and how much delivery will cost.
CONVENIENCE: Simpler Cross-Border Deliveries
The upgraded logistics experience includes one-tap direct shipping, end-to-end parcel tracking and flat-rate direct shipping for bulky items across 10 markets worldwide.
Singapore has also introduced free shipping for large furniture, helping reduce the delivery costs associated with purchasing bulky items internationally.
ASSURANCE: Compensation and Easier Local Returns
Taobao's official logistics service provides compensation for parcels that are lost or damaged, supported by one-stop platform customer service.
Its Local Returns service has also been upgraded across 13 markets, allowing more cross-border shoppers to return eligible purchases through more convenient local arrangements.
As delivery commitments, shipping offers and return services vary by market, shoppers should check the applicable terms in the Taobao app before placing an order.
Making Cross-Border Shopping More Discovery-Driven
According to Ye Tian, General Manager of Taobao Tmall World, the platform's competitive advantage lies in its extensive product selection, competitive pricing, established cross-border logistics network and localised services.
He explained that the latest upgrade brings together curated product recommendations, enhanced app features, AI shopping assistants, a redesigned cross-border interface and improved logistics to create a more complete shopping experience.
With international consumers increasingly interested in distinctive Chinese brands and products, Taobao is positioning its platform as more than a place to search for affordable items.
Through its DISCOVER channel, curated supply system, AI-powered tools and upgraded delivery services, Taobao aims to make cross-border shopping a more personalised experience built around exploration, quality and discovering something new.
According to Ye Tian, General Manager of Taobao Tmall World, the platform's competitive advantage lies in its extensive product selection, competitive pricing, established cross-border logistics network and localised services.
He explained that the latest upgrade brings together curated product recommendations, enhanced app features, AI shopping assistants, a redesigned cross-border interface and improved logistics to create a more complete shopping experience.
With international consumers increasingly interested in distinctive Chinese brands and products, Taobao is positioning its platform as more than a place to search for affordable items.
Through its DISCOVER channel, curated supply system, AI-powered tools and upgraded delivery services, Taobao aims to make cross-border shopping a more personalised experience built around exploration, quality and discovering something new.
